Excellence Theory in Public Relations: Past, Present, and Future Resume_ Inka Olivia br Sebayang

Excellence Theory in Public Relations:
Past, Present, and Future
James E. Grunig & Larissa A. Grunig

By_ Inka Olivia br Sebayang
135120207121012

This review Tells about Theory Excellence in Public Relations: Past, Present, and Future by James E. Grunig and Larissa A. Grunig. Excellent theory used by the PR to identify the functions and how to improve the quality of Public Relations (J. Grunig, 1992b; Dozier with L. J. Grunig & Grunig, 1994; L. Grunig, J. Grunig, & Dozier, 2002) This iTerori Public Relations can help work in building relationships with the community to improve the quality of of Public Relations for a long period of time, so that the role of Public Relations can run to be effective.

J. Grunig (1976) uses the theory of organizations to identify how organizational structure, environment, history, size, and technology influence the practice of public relations. Hatch (2007) in said that there are three perspectives on Organizations - the modernist where their reality as objects and management is a means in achieving the organization's goals, symbolic-interpretive reality as subjective and manager behavior enactments as subjective from reality, and postmodernist perspectives is a problem-solving is seen from the aspect linguistic, semiotics, and literary in Theory in Public Relations: Past, Present, and Future by James E. Grunig and Larissa A. Grunig.

Public theory is free to choose how to public information by making decision according to the situations they experience. Research to develop new concepts and tools Reviews These includes, environmental scanning, publics, scenario building, relationship cultivation strategies, interactions of relationships and reputation, development of an ethical framework for public relations practitioners to use as they  participate in strategic management, empowerment of the public relations function, specialized areas of public relations, global public relations and global strategy.

The general theory has provided a concept for teaching for the future of PR practitioners, professional tools that can be used in practice, principles and rules that will make the PR more socially acceptable and understood by both organizations and the public, and a conceptual framework that keeps generating research.

Bibliography

Grunig, J. E., & Grunig, L. A. (2008). Exellence theory in public relations: Past, present, and future. In A. Zerfass., B. Van Ruler., K. Sriramesh (Eds.), Public relations research: european and international perspectives and innovations (pp. 327-347). Wiesbaden, Germany: VS Verlag.